Yesterday we reported the news that the independent brand Brain Dead, founded by Kyle Ng, has released a T-shirt in collaboration with Blood Orange, whose proceeds will be donated in equal parts between the Movement for Black Lives (M4BL) and the LGBTQ Freedom Fund.

In 24 hours more than $500,000 have been collected, a huge amount if you think about the reality that Brain Dead represents in terms of fruition. This is just one of the concrete initiatives that small independent brands are putting in place to actively support the Black Community that, at the moment, are carrying on a battle for civil rights and against all forms of racism. 

Another example is the Italian brand MEDEA, founded by the twins Giulia and Camilla Venturini, which from yesterday until Sunday will donate 100% of the proceeds of its webstore special sale, to The Bail Project, a non-profit organization that fights racial and economic inequalities in mass imprisonment and has made itself available to offer assistance to the participants of the events now widespread throughout the United States.

Samuel Ross‘ A-COLD-WALL* has set up a £25,000 grant to be divided between 10 independent companies owned by black people. This grant may be applied for by any type of company operating in the fields of design, technology, accommodation and catering services, art and leisure, education and training, public administration and safety and scientific and technical services, the application can be sent to this address: [email protected].

Many other small brands have followed this line of solidarity, sharing and concrete commitment in what is a battle that concerns each of us.

What about big brands?

Most of the fashion giants have expressed their solidarity on their social channels, but there was no lack of controversy in the responses from users.
The big companies have a big responsibility towards the public opinion, therefore the community asks these same brands to act in a substantial way in the fight against all forms of racial discrimination and that, in the situation in which we find ourselves, a simple stance is not enough.

Some big brands have done so, set up funds and donated big money: UNIQLO USA for example, is working with the American Civil Liberties Union and will donate $100,000 to organizations across the country that support the Black community.

Stella McCartney has made a donation to the NAACP Legal Defense Fund and supports many other associations; Gucci, through the North America Changemakers Impact Fund, will support many organizations with donations.

In the last few hours, the concrete commitments of the big companies and the most important maisons are following one another, perhaps also thanks to the mass mobilization unleashed on social networks, which have understood the importance of a concrete commitment in a fundamental fight like the one against racism.
Balenciaga has made it known, through its twitter account, that it is committed to supporting the National Association for the Advancement of Colored People through a donation and that it will set up a fund in France to support efforts in the fight against racism in the country. In addition, as the French maison’s statement states: “Starting in 2020, and every year following, we will communicate our commitment and continued donation. This gesture of financial support is only the beginning of what is to be done in support of the #BlackLivesMatter movement. We believe that progress is possible if we all stand together.”

Many other giants in the sector have not done the same, and it is precisely from these giants that public opinion demands a serious, concrete, transparent and daily commitment to combating racial discrimination in general and within companies themselves.
Donations are only the beginning of a long, virtuous and exemplary path that must necessarily aim at a radical change also and above all in the approach to racial and social inequalities.